Marketing via Social Networking Sites: A Study of Brand-Post Popularity for Brands in Singapore
Chua, Alton Yeow Kuan
Date of Issue2015
Proceedings of the International MultiConference of Engineers and Computer Scientists (IMECS) 2015
Wee Kim Wee School of Communication and Information
Businesses often rely on social networking sites such as Facebook for marketing purposes. They create brand pages to disseminate brand-related posts among potential customers. Some brand-posts become popular by attracting substantial likes, comments and shares. In contrast, others remain largely ignored. To address this conundrum, this paper investigates the extent to which provision of incentives, as well as vividness and interactivity of brand-posts are related to their popularity in Facebook. Drawing data for brands in Singapore, three key findings are gleaned. First, brand-posts that provide incentives were unlikely to become popular. Second, vivid brand-posts were more likely to become popular vis-à-vis those that lacked vividness. Third, increase in interactivity of brand-posts up to an optimum level resulted in increasing popularity, beyond which there was a negative relationship.
© 2015 International Association of Engineers (IAENG). This paper was published in Proceedings of the International MultiConference of Engineers and Computer Scientists (IMECS) 2015 and is made available as an electronic reprint (preprint) with permission of International Association of Engineers (IAENG). The published version is available at: [http://www.iaeng.org/publication/IMECS2015/IMECS2015_pp363-368.pdf]. One print or electronic copy may be made for personal use only. Systematic or multiple reproduction, distribution to multiple locations via electronic or other means, duplication of any material in this paper for a fee or for commercial purposes, or modification of the content of the paper is prohibited and is subject to penalties under law.